Situational Analysis:

We have done Situation Analysis by being strategic and analytical in our thinking. The

management team at H.O.G has decided on a second Harley-Davidson Posse ride, which is a two

thousand-mile, 10 day trek across the country with 400 Harley enthusiasts from South Padre

Island, Texas to the Canadian Border. The ride builds meaning between different members of the

H.O.G community. The purpose of the Posse is to become close to the customer and gain

feedback from customers in an environment of intimacy.

Problem Statement:

Some of the key Strategic questions of our problem statement are:

1) Should Harley Davidson continue to sponsor the posse Ride?

2) What role does and should the ride play in the H.O.G event mix?

3) How must the ride be designed to maximize its effectiveness and profit-making potential?

Decision:

The decision we have taken is: Yes, to organize the events like Posse Ride and raise the customer

satisfaction level.

The decision has been taken on the basis of:

1) Built a strong brand community

2) Increase brand loyalty

3) Go closer to the customer by increase in customer communication.

Decision Alternatives:

1) Eliminate the Posse Ride.

2) Do segmentation on Psycho-graphic and occupational basis. Due to this you can come

more nearer to customer and increase its loyalty.

3) Integrate the Posse Ride with other strategies.

Recommendations:

H.O.G must continue to sponsor posse ride in order to maximize the effectiveness.

Strategic:

1) Involvement of H.O.G member in route selection.

2) Harley Davidson will try to survey their customer talk to them more than their previously

doing this.

3) They can focus on international membership not on national member.

4) Invest in international market.

Tactic:

1) Follow up with the posse participant 30 days after its completion of ride.

2) Increase participation of employees on the ride these all would help us in understanding

customer need & long lasting relationship.

3) Try to build strong relation and dealership network so they can host ride more effectively.

4) More resources should be spent on pose ride to meet the raising expectations of

participants.

5) Dealer should be more integrated into posse ride.

PESTEL ANALYSIS

Political:The Posse Rides happen in USA and through it Harley Davidson Promote US and its border. There is involvement of US Government that influence to do rights only in US and not allowed the company to go out of US for rides and US government also tried to give subsidies and tax reduction in different ways to promote the national brand and making image of this brand internationally.

Economical:In 2009, financial crunch in the US economy very badly due to this there is decrease in investment and purchasing power so Ride must be go outside the US because of this there are more chances of investment in company and it ‘ll also result in increasing purchasing power. Company made such a rule for international investor so that they must invest in the company.

Social:In Pose Ride there is huge involvement of Government and there is large number of female riders riding the bikes, so there are more engaging with the women’s and they give freedom to women’s, due to this woman’s are more involved or engaged in bikes. They are going to the females and realizing them what are rides for them and making real experiences for the women to ride.

Technical:They have to bring such a technology so they can technically integrate with their dealers and take customer feedback quickly regarding Rides. They must purchase software like ERP (Enter Resource Planning) to integrate with their customers and dealers all across the world. They should also bring such technology; online expert groups so they can listen the customer need and can go more close to the potential customers.

Environmental:Harley Davidson designs such an engine which made low environmental pollution and they must also built green belts around the area which are used for Posse Ride. So that environmental pollution can be reduced during the Ride and make Rides more environment friendly.

Legal:US Government must involve in making rules regarding this industry. Government must make favorable laws for the national company like the Harley Davidson, so they can move internationally easily and make strict laws for the international company to do business in local market. It will help the Harley Davidson to go internationally easily and compete in the local market due to strict rules for the international company who newly come in the US for the bikes business.

SWOT Analysis

Strength:

1) It’s a national ride and people participate in all over the words

2) It is trying to promote US culture and their interest in bike riding

3) They have actively membership and they focus on national membership

4) During the event they give T shirt and many other things to promote the product

5) They have good relationship with dealership so they can go to customer loyalty

Weaknesses:

1) They are focusing only on national membership

2) They do not make proper segmentation

3) They do not follow the rides after the event due to which customer loyalty will decrease

4) They do not have enough activity to make customer busy

Opportunity:

1) They try to bring more successful rout for the rides

2) They can move internationally and can increase the no of customer

3) They can capture the women segment because there is concept of freedom in US for

women

4) They can integrate with dealer so they arrange the event easily an know the customer

needs

Threats:

1) Honda is capturing US market share vary quickly so Honda is main threat for it

because Honda may start such kind of ride event

2) Financial crunch is big threat for it because purchasing power of customer can be

decrease

3) Govt. policies can be threat for it because they can apply taxes on it.